Fifteen years of walking these valleys with our guests.
AMJ Tours and Travels was founded in Thimphu in 2010 as a full-service inbound and outbound travel agency, registered under the Department of Tourism and licensed by the Royal Government of Bhutan.
Built by Bhutanese guides, for the way people actually travel.
AMJ began with a single Land Cruiser and a handful of trekking permits. Since 2010 we've grown into a full-service agency covering both directions of travel — bringing the world into Bhutan, and taking Bhutanese travellers out into the world — while keeping the same principle we started with: an itinerary is only as good as the guide standing next to you.
Today our team plans cultural pilgrimages, spiritual retreats, medical and wellness journeys, eco and biodiversity expeditions, high-altitude treks, whitewater and biking adventures, MICE programs, weddings, and fully custom solo trips — all under Bhutan's High Value, Low Impact tourism policy.
2010
AMJ Tours and Travels founded in Thimphu, Bhutan.
Dual licensed
Registered inbound & outbound operator, Department of Tourism, Royal Government of Bhutan.
Full spectrum
Cultural, spiritual, medical, eco/biodiversity, adventure, MICE, weddings, and custom solo travel — one desk, every kind of trip.
Licensed guides, drivers, and travel designers.
Every AMJ guide is registered with the Department of Tourism's Guide Management System, trained in first aid and high-altitude protocols, and typically speaks two or more languages beyond Dzongkha and English.
Cultural & Spiritual Guides
Dzong history, Buddhist philosophy, festival calendars.
Trekking Crew
Camp masters, cooks, and certified high-altitude leaders.
MICE Coordinators
Venue sourcing, AV, interpretation, government liaison.
Concierge Team
Multilingual chat & call support across time zones.
Every category, one accountable agency.
Pilgrimage & meditation
Monastery stays, meditation retreats, lama audiences.
Festivals & heritage
Tshechus, weaving villages, dzong architecture tours.
Wellness & traditional medicine
Sowa Rigpa consultations, hot-stone therapy, health retreats.
Conservation travel
Crane valleys, red panda trails, citizen-science birding.
Trek, bike, raft
From day hikes to the 25-day Snowman Trek.
Meetings & incentives
B2B trade missions, board retreats, incentive groups.
Gross National Happiness isn't a marketing phrase to us. It's the reason our itineraries look the way they do.
Bhutan is the birthplace of Gross National Happiness (GNH) — the idea, declared by the Fourth King in 1972, that a nation's progress should be measured in collective wellbeing, not GDP. A dedicated government body, the Gross National Happiness Commission (GNHC), screens every policy against four pillars: sustainable development, environmental conservation, cultural preservation, and good governance. Tourism is regulated under this same framework, which is precisely why Bhutan requires a licensed guide, charges a Sustainable Development Fee, and caps how intensively any single site can be visited.
We build every AMJ itinerary inside that same logic. That's the metaphysical half. The physical half is just as real: Bhutan's constitution guarantees at least 60% forest cover forever, the country currently exceeds 70%, and between that forest and its clean hydropower, Bhutan absorbs more carbon than it emits — the world's only verified carbon-negative nation. When our guides pace a trek slower than you expected, or build in an unhurried afternoon with no fixed plan, that's GNH at work, not an oversight.
Sustainable Development
Growth measured against wellbeing and environmental limits, not GDP alone.
Environmental Conservation
A constitutional floor of 60% forest cover, and a carbon-negative country to prove it works.
Cultural Preservation
Living festivals, dress codes, and architecture rules that keep Bhutanese identity intact.
Booking terms, in plain language.
- Prices shown are per person, twin-sharing, unless stated otherwise, and are indicative until confirmed in writing.
- Bhutan's Sustainable Development Fee (SDF) is charged separately by the Department of Tourism and is not included in package prices.
- A deposit secures your dates; full payment terms are confirmed at booking.
- Visa clearance and SDF processing are handled by AMJ on your behalf once your booking is confirmed.
Privacy & security.
- We collect only the information needed to plan and confirm your trip, and never sell guest data.
- Payment pages are encrypted (HTTPS/TLS) end to end; card details are never stored on our servers.
- All AMJ digital channels — website, WhatsApp, WeChat, Messenger — are monitored by our team; automated replies are always disclosed as automated.